Beta Crafts Documentation

This document contains various components we have developed using ftd language.
We have developed the navbar component for beta crafts website.
Input
-- navbar.navbar:
logo: $assets.files.assets.logo.png
cta-text-1: Offerings
cta-text-2: Team
cta-text-3: Clients
cta-text-4: Sectors
cta-text-5: Approach
cta-text-6: Ethos
Output

Hero Component

We have developed the hero component for beta crafts website.
Input
-- lib.hero:
pic: $assets.files.assets.hero.png
text-1: Designing great
color-text: SaaS businesses
text-2: can be hard
text-3:  We empower you to achieve growth by design

-- lib.body-content:

In the rapidly evolving SaaS industry, differentiation and sustainability are more
critical than ever. As a team of seasoned SaaS entrepreneurs, advisors, consultants, and
angel investors, we understand the pressure to stand out in a crowded market and the need
to attract and retain customers amidst swift technological changes.

Leveraging our 15 years of experience in building and scaling SaaS businesses—some of
which have been acquired by top global software companies—we bring a rich perspective to
the unique challenges faced by SaaS startups.



-- lib.body-content:

We relish the opportunity to collaborate with founders and their teams, helping them
balance growth ambitions with profitability.

Our focus lies in three key areas of your company: your customers, your product, and your
team. We help identify high ROI opportunities and decide which levers are most critical to
pull, and in what order, to elevate your business. Our approach is driven by a commitment
to customer-led, revenue-generating growth, ensuring your SaaS business not only survives
but thrives in this competitive landscape.

-- end: lib.hero
Output
Designing great
SaaS businesses
can be hard
We empower you to achieve growth by design

In the rapidly evolving SaaS industry, differentiation and sustainability are more critical than ever. As a team of seasoned SaaS entrepreneurs, advisors, consultants, and angel investors, we understand the pressure to stand out in a crowded market and the need to attract and retain customers amidst swift technological changes.

Leveraging our 15 years of experience in building and scaling SaaS businesses—some of which have been acquired by top global software companies—we bring a rich perspective to the unique challenges faced by SaaS startups.

We relish the opportunity to collaborate with founders and their teams, helping them balance growth ambitions with profitability.

Our focus lies in three key areas of your company: your customers, your product, and your team. We help identify high ROI opportunities and decide which levers are most critical to pull, and in what order, to elevate your business. Our approach is driven by a commitment to customer-led, revenue-generating growth, ensuring your SaaS business not only survives but thrives in this competitive landscape.

Who we work with Component

We have developed the Who we work with component for beta crafts website.
Input
-- lib.content-section:

-- lib.text-with-underline: Who we work with

-- lib.body-content:

We help SaaS ventures at USD 0.5 to 1 million ARR grow to ARR of USD 5 million and
achieve healthy fundamentals.

-- lib.image-content:
pic: $assets.files.assets.who-we-work-with.png

-- end: lib.content-section
Output
Who we work with
We help SaaS ventures at USD 0.5 to 1 million ARR grow to ARR of USD 5 million and achieve healthy fundamentals.

Key Areas Component

We have developed the Key Areas component for beta crafts website.
Input
-- lib.content-section:

-- lib.heading:
highlight-text: Key Areas
post-text: where we help SaaS businesses

-- lib.card-section:

-- card.card: Go-to-Market Strategy and Funnel Optimization
text-1: Develop effective go-to-market strategies targeting the right customers, utilizing appropriate channels, and optimizing marketing spend to maximize returns
text-2: Define and set up the GTM funnel with the right tools.
text-3: Establish an analytical framework to optimize marketing and sales funnels, driving more leads and increasing revenue.

-- card.card: Revenue and Business Model Design
text-1: Collaborate to develop a customized revenue and business model aligned with company goals and needs.
text-2: Include everything from pricing strategy and revenue forecasting to optimization.
text-3: Guide in devising a product pricing strategy that best suits the business model.

-- card.card: Sales and Customer Success Systems Design
text-1: Set up hunting and farming sales teams and provide necessary coaching.
text-2: Design and implement customer success systems that improve retention, reduce churn, and maximize customer lifetime value.
text-3: Put in place a well-structured incentive system to motivate sales teams and boost performance.

-- card.card: Empowerment and Partner Ecosystem Development
text-1: Uncover core strengths and identify areas for maximum impact using our unique Empowerment Model.
text-2: Conduct a comprehensive analysis of the company's customer base, product offering, and team dynamics.
text-3: Assist in building and growing a robust partner ecosystem, expanding reach and unlocking new revenue streams.

-- card.card: Product-Ops and Product-Growth Design
text-1: Product strategy, roadmap design, and prioritisation
text-2: Demo design and sales enablement
text-3: User Research and customer discovery
text-4: Product ops design and process enhancement
text-5: Product analytics design and insight enhancement
text-6: PLG design and refinement strategy

-- card.card: Growth execution support
text-1: Performance and affiliate marketing
text-2: Account and field marketing
text-3: Inside sales partners and revenue operations
text-4: Customer onboarding and post sales support
text-5: Product engineering for growth
text-6: Shared services ( compliance, people, and GCCs) for growth

-- end: lib.card-section

-- end: lib.content-section
Output
Key Areas
where we help SaaS businesses
Go-to-Market Strategy and Funnel Optimization
1
.
Develop effective go-to-market strategies targeting the right customers, utilizing appropriate channels, and optimizing marketing spend to maximize returns
2
.
Define and set up the GTM funnel with the right tools.
3
.
Establish an analytical framework to optimize marketing and sales funnels, driving more leads and increasing revenue.
Revenue and Business Model Design
1
.
Collaborate to develop a customized revenue and business model aligned with company goals and needs.
2
.
Include everything from pricing strategy and revenue forecasting to optimization.
3
.
Guide in devising a product pricing strategy that best suits the business model.
Sales and Customer Success Systems Design
1
.
Set up hunting and farming sales teams and provide necessary coaching.
2
.
Design and implement customer success systems that improve retention, reduce churn, and maximize customer lifetime value.
3
.
Put in place a well-structured incentive system to motivate sales teams and boost performance.
Empowerment and Partner Ecosystem Development
1
.
Uncover core strengths and identify areas for maximum impact using our unique Empowerment Model.
2
.
Conduct a comprehensive analysis of the company’s customer base, product offering, and team dynamics.
3
.
Assist in building and growing a robust partner ecosystem, expanding reach and unlocking new revenue streams.
Product-Ops and Product-Growth Design
1
.
Product strategy, roadmap design, and prioritisation
2
.
Demo design and sales enablement
3
.
User Research and customer discovery
4
.
Product ops design and process enhancement
5
.
Product analytics design and insight enhancement
6
.
PLG design and refinement strategy
Growth execution support
1
.
Performance and affiliate marketing
2
.
Account and field marketing
3
.
Inside sales partners and revenue operations
4
.
Customer onboarding and post sales support
5
.
Product engineering for growth
6
.
Shared services ( compliance, people, and GCCs) for growth

Engagement Model Component

We have developed the Engagement Model component for beta crafts website.
Input
-- lib.content-section:

-- lib.heading:
highlight-text: Our Engagement Model

-- lib.image-content:
pic: $assets.files.assets.engagement-model.png

-- end: lib.content-section
Output
Our Engagement Model

Team Component

We have developed the team component for beta crafts website.
Input
-- lib.content-section:

-- lib.heading: The
highlight-text: team
post-text: behind BetaCrafts

-- lib.card-section:

-- card.profile-card: Kausal Sarda
pic: $assets.files.assets.kaushal.jpeg

Kaushal is a serial SaaS entrepreneur having experience building 2 SaaS businesses from
scratch and scaling one of them (Finvolv) beyond 4 million in ARR. He also invests in SaaS
businesses ( e.g. Minjar - acquired by Nutanix). In the past as CEO of Kuliza he helped
more than 150 ventures (across India and silicon valley) design and engineer great
products. He is currently working as a venture partner with UC Impower a early growth
impact fund by Unitus Capital.

-- card.profile-card: Vinod Chandramouli
pic: $assets.files.assets.vinod.png

Vinod Chandramouli is a seasoned GTM Strategy and Sales Leadership professional with
nearly two decades of experience. He co-founded Mycelium Ecology and mentors at NSRCEL,
IIM B, leveraging his deep knowledge in SaaS. His notable contributions include fostering
Freshworks' growth to IPO and leading teams at Akamai and Plum Benefits. Using a
first-principles approach, Vinod continues to apply his extensive corporate experience to
tackle new entrepreneurial challenges and opportunities.

-- card.profile-card: Abishek Murthy
pic: $assets.files.assets.abhishek.jpeg

Abishek Murthy, a seasoned marketing professional with over 15 years of experience, is
known for his strategic contributions to the tech sector. Notably, he built the Sales
Development Representative (SDR) team at Freshworks from scratch. After serving as the
Chief Growth Officer at Lummo, Murthy is now using his marketing expertise to advise
startups.

-- card.profile-card: Suresh Harikrishnan
pic: $assets.files.assets.suresh.png

Suresh is the founder of Gumstack and Peach, a modern communication stack for businesses.
He has built products for the web, desktop and mobile platforms for almost 2 decades. He
has been part of amazing teams ThoughtWorks and Computer Associates before. Before
Gumstack, Suresh built Nudgespot, a marketing tech product that got acquired by BoomTrain.


-- end: lib.card-section

-- end: lib.content-section
Output
The
team
behind BetaCrafts
Kausal Sarda
Kaushal is a serial SaaS entrepreneur having experience building 2 SaaS businesses from scratch and scaling one of them (Finvolv) beyond 4 million in ARR. He also invests in SaaS businesses ( e.g. Minjar - acquired by Nutanix). In the past as CEO of Kuliza he helped more than 150 ventures (across India and silicon valley) design and engineer great products. He is currently working as a venture partner with UC Impower a early growth impact fund by Unitus Capital.
Vinod Chandramouli
Vinod Chandramouli is a seasoned GTM Strategy and Sales Leadership professional with nearly two decades of experience. He co-founded Mycelium Ecology and mentors at NSRCEL, IIM B, leveraging his deep knowledge in SaaS. His notable contributions include fostering Freshworks’ growth to IPO and leading teams at Akamai and Plum Benefits. Using a first-principles approach, Vinod continues to apply his extensive corporate experience to tackle new entrepreneurial challenges and opportunities.
Abishek Murthy
Abishek Murthy, a seasoned marketing professional with over 15 years of experience, is known for his strategic contributions to the tech sector. Notably, he built the Sales Development Representative (SDR) team at Freshworks from scratch. After serving as the Chief Growth Officer at Lummo, Murthy is now using his marketing expertise to advise startups.
Suresh Harikrishnan
Suresh is the founder of Gumstack and Peach, a modern communication stack for businesses. He has built products for the web, desktop and mobile platforms for almost 2 decades. He has been part of amazing teams ThoughtWorks and Computer Associates before. Before Gumstack, Suresh built Nudgespot, a marketing tech product that got acquired by BoomTrain.

Clients Component

We have developed the Clients component for beta crafts website.
Input
-- lib.content-section:

-- lib.heading: Our
highlight-text: Clients

-- lib.client-section:

-- lib.image-content-2:
pic: $assets.files.assets.bondbulls.png

-- lib.image-content-2:
pic: $assets.files.assets.Innoventuslogo.webp

-- lib.image-content-2:
pic: $assets.files.assets.leadsquared.webp

-- lib.image-content-2:
pic: $assets.files.assets.peach-logo.png

-- lib.image-content-2:
pic: $assets.files.assets.softwareone.png

-- lib.image-content-2:
pic: $assets.files.assets.suraasa-logo.svg

-- lib.image-content-2:
pic: $assets.files.assets.tan90.png

-- lib.image-content-2:
pic: $assets.files.assets.Viamagus.svg

-- lib.image-content-2:
pic: $assets.files.assets.Zirohlabs.png

-- end: lib.client-section

-- end: lib.content-section
Output
Our
Clients

Interest & Expertise Component

We have developed the Interest & Expertise component for beta crafts website.
Input
-- lib.content-section:

-- lib.heading: Our vertical & horizontal SaaS Sectors of
highlight-text: Interest & Expertise

-- lib.card-section:

-- card.card-2: Customer Success SaaS

-- card.card-2: Partner & Ecosystem SaaS

-- card.card-2: Talent & HR SaaS

-- card.card-2: Finance & Compliance SaaS

-- card.card-2: Engineering & IT SaaS

-- card.card-2: Business Intelligence SaaS

-- end: lib.card-section

-- end: lib.content-section
Output
Our vertical & horizontal SaaS Sectors of
Interest & Expertise
Customer Success SaaS
Partner & Ecosystem SaaS
Talent & HR SaaS
Finance & Compliance SaaS
Engineering & IT SaaS
Business Intelligence SaaS

Advising Component

We have developed the advising component for beta crafts website.
Input
-- lib.content-section:

-- lib.heading: We help you redesign your SaaS business by
highlight-text: advising
post-text: on

-- content.image-with-content: SaaS Business Design
pic: $assets.files.assets.assistance1.png
number: 1

Every interaction matters. A SaaS business must be held accountable for the entire
experience, not just a part. In a competitive landscape, one negative interaction has the
power to damage a relationship. We advise SaaS business to find the breakdowns in customer
experiences and latent issues and then craft a strategy to fix them both. We help them
design an ecosystem (not just the product in isolation) that works in unison and creates
an experience that drives them ahead of the competition.

-- content.image-with-content-2: SaaS Product Design
pic: $assets.files.assets.assistance2.png
number: 2

The evolution from physical to digital requires attention to detail every step of the way.
Digital design is more than a pretty user interface. It is the synergy of two elements—a
powerful tool for the task at hand, refined to a minimal ideal. The most effective product
design is the one you hardly notice. We advise SaaS companies on how they can tackle their
journey of digital evolution.

-- content.image-with-content: SaaS Positioning and Messaging Design
pic: $assets.files.assets.assistance3.png
number: 3

There have never been more SaaS products, more innovation, more noise. It's not enough to
simply be the better technology. You have to show people how your technology could make
their life better.

Many SaaS companies try to convey the power of their solutions with “tech talk” - it's all
about the cool features and functionality. But this approach doesn't work. Prospects tune
out the buzzwords and move on.

We believe in a better way. The approach that we prefer is one that makes sure you tell a
story that hits home with your prospects. The goal is to help you sell the value of
complex products, differentiate from competitors and own your truth as an organisation.

-- end: lib.content-section
Output
We help you redesign your SaaS business by
advising
on
1
SaaS Business Design
Every interaction matters. A SaaS business must be held accountable for the entire experience, not just a part. In a competitive landscape, one negative interaction has the power to damage a relationship. We advise SaaS business to find the breakdowns in customer experiences and latent issues and then craft a strategy to fix them both. We help them design an ecosystem (not just the product in isolation) that works in unison and creates an experience that drives them ahead of the competition.
2
SaaS Product Design
The evolution from physical to digital requires attention to detail every step of the way. Digital design is more than a pretty user interface. It is the synergy of two elements—a powerful tool for the task at hand, refined to a minimal ideal. The most effective product design is the one you hardly notice. We advise SaaS companies on how they can tackle their journey of digital evolution.
3
SaaS Positioning and Messaging Design

There have never been more SaaS products, more innovation, more noise. It’s not enough to simply be the better technology. You have to show people how your technology could make their life better.

Many SaaS companies try to convey the power of their solutions with “tech talk” - it’s all about the cool features and functionality. But this approach doesn’t work. Prospects tune out the buzzwords and move on.

We believe in a better way. The approach that we prefer is one that makes sure you tell a story that hits home with your prospects. The goal is to help you sell the value of complex products, differentiate from competitors and own your truth as an organisation.

Our Ethos Component

We have developed the Our Ethos component for beta crafts website.
Input
-- lib.content-section:

-- lib.heading: Our
highlight-text: Ethos

-- lib.ethos-section:

-- content.content-with-number: Get out of the building - Empathy is everything
number: 1

We can only learn human needs—and uncover problem areas—by meeting people where they are.
So we engage people in thoughtful dialogue and watch them work and play, in their space,
not ours.

-- content.content-with-number: Iterate with curiosity
number: 2

Evolution requires being open to change. Human systems are flexible, should be questioned,
and can be altered. We scrutinise assumptions and go all the way back to root causes to
begin our explorations.

-- content.content-with-number: Don't just talk about it. Make it
number: 3

Pictures have power. We go out of our way to bring ideas to life through visualisations
that shape stories, have meaning, and bolster support.

-- content.content-with-number: Have an opinion
number: 4

Big transformation comes from bold ideas. We bring unique perspectives to the table
to help drive great work forward.

-- content.content-with-number: Live and die by quality
number: 5

Work is only as good as the caliber of the people creating it. We scale our team
thoughtfully—and pitch who you get—which makes every project team an A team.

-- end: lib.ethos-section

-- end: lib.content-section
Output
Our
Ethos
1
Get out of the building - Empathy is everything
We can only learn human needs—and uncover problem areas—by meeting people where they are. So we engage people in thoughtful dialogue and watch them work and play, in their space, not ours.
2
Iterate with curiosity
Evolution requires being open to change. Human systems are flexible, should be questioned, and can be altered. We scrutinise assumptions and go all the way back to root causes to begin our explorations.
3
Don’t just talk about it. Make it
Pictures have power. We go out of our way to bring ideas to life through visualisations that shape stories, have meaning, and bolster support.
4
Have an opinion
Big transformation comes from bold ideas. We bring unique perspectives to the table to help drive great work forward.
5
Live and die by quality
Work is only as good as the caliber of the people creating it. We scale our team thoughtfully—and pitch who you get—which makes every project team an A team.